Media savvy public makes spinning the message harder

Public relations made more difficult by suspicion, scrutiny

January 20, 2013|Phil Rosenthal

Manti Te'o celebrates as he comes off the field after playing his last home game against the Wake Forest Demon Deacons during the second half of their NCAA college football game in South Bend, Indiana, in this November 17, 2012 file photo. (Jeff Haynes)

We have become a nation of theater critics, judging everything before us not solely in terms of what is said or done but the quality of the performance.

This is the legacy of the public relations business, which lost one of its leaders last week with the death of Chicago's Dan Edelman at age 92.

Over the course of Edelman's career in strategic communication — which began as part of a World War II Army unit that combated the Nazis' psychological warfare and ended atop the world's largest independent PR agency — the work of shaping an image, conveying a message, and effectively interacting with the media and general public moved out from the wings to center stage.

Spin and branding have gone from jargon to common usage, terms your mother might not only use but use correctly. An increasingly media savvy and wary public is looking beyond the news to the forces, counsel and ultimate goals that shaped it. And there's nothing wrong with that until it obscures what, if anything, is truly important about the story being told.

Look at the headlines of recent days, and think of just how much discussion has been focused on the PR machinery at work.

Some of the stories are trivial yet elevated to the level of something we're supposed to care about, such as cyclist and lab rat Lance Armstrong seeking to undo years of lying and cheating in a sit-down with Oprah Winfrey, or Notre Dame linebacker Manti Te'o's star-crossed romance being exposed as fiction. Other stories have more weight.

Nearly all of them, however, have been scrutinized, at least in part, on the stagecraft and strategic communications involved.

There is nearly always a discussion of the effectiveness of the strategy behind the message being advanced and how it was conveyed — what's being sold, how it's being sold, whether we're buying it and why. Then there's the analysis of how it's covered, whether the media got it right, asked too many or too few questions, missed what should have been the point — either through negligence or bias or both.

"The way it's evolved over the years is the public has become very cynical of news media," said Vince Wladika, an East Coast-based consultant who's among the most hard-core PR spinners I know. "That also makes (the PR person's) job hard because you get a good story and it's a true story and the public, a lot of times, dismisses it as too good to be true. So it's certainly not easy.

"We've definitely become a much more cynical society than when Edelman started his business. You can also make the case that the reporting or the reporters have become more cynical. But you can also say they're smarter and do their research more. … The consumer is smarter, too, and the flip side of that is you've got to be buttoned-up more when you present stuff."

Even the Chicago Bears' hire of a head football coach was analyzed on the basis of the figure cut by Canadian Football League import Marc Trestman and how he conducted himself in his introductory news conference — both in the mainstream media and in the social media Greek chorus of Twitter. At least to the extent that it wasn't completely overshadowed by the Te'o story.

"The people I follow on Twitter, the Bears hire normally would be big news," said Peter Marino, vice president of communications at MillerCoors. "Then they have this press conference, and I've seen very little about what Marc Trestman is going to bring the Bears because this Te'o story is the dominant story. It's taking up all the air."

The Te'o story looms large in part because it is a rat's nest of all the things people look for when sizing up strategic communications at work: There's media mythmaking, crisis management, the dangers and benefits of the speed with which news and views travel in the wired world.

Deadspin.com broke the news Wednesday that Te'o's dead girlfriend was a hoax. The story racked up hundreds of thousands of views in minutes, and Notre Dame held a hastily arranged news conference at which the football star was deemed a victim. The media, which had accepted the girlfriend tale as fact, was immediately chastised for failing to adequately vet Te'o's too-perfect story of tragedy dovetailing into inspiration.

There was talk of deadline pressures that hampered fact-checking efforts. Some still suspected Te'o as complicit in a ploy to gain sympathy support among Heisman Trophy voters. And though parts of what happened remain fuzzy, a PR debate raged about whether Te'o needed to do an interview to get in front of the story.

Myths and mistakes have always found their way into the news ecosystem. What's changed is their life cycle, like the news cycle, has sped up considerably the increased scrutiny, awareness and exposure.